Jack FM Bristol takes “Gorilla” stunt to the next level

The guys at Jack FM Bristol really played on the marketing term ‘Guerilla marketing’ as they turn the station to ‘Jock FM’ for the day  in honour of Bristol Zoo’s star silverback gorilla, Jock, to celebrate the opening of the new gorilla house.

The one day takeover was on Friday 25th July and was championed by the presenter led Breakfast Show show on the Jack format station – That Morning Thing with bespoke imaging, in show talk ups, video content for online and social plus a listener competition.

On Air

Here’s the on air audio from the day with bespoke OOB and TOH to bring the Jock FM partnership to life:

Competition

Listeners were being encouraged to spread the word of Bristol Zoo and JACK fm using #JACKLOVESJOCK – from writing the phrase into dirt on a truck, getting a banner with the phrase on TV to tweeting and posting the phrase on Facebook – the more creative the better. Listeners then uploaded the pictures to the station website or via @jackfmBristol. The most creative image winning a tablet, an annual membership to Bristol Zoo and a gorilla adoption.

Did the gorillas listen to Jack FM?

Well, we’ve not been down to the Zoo – but the lovely people at Bristol Zoo say that the gorillas at Bristol Zoo enjoy listening to music. Their family of seven western lowland gorillas even have their own radio which is turned on for most of the day. Staff say their charges do not seem to have a favourite genre, but do enjoy watching the keepers as they sing along to hits from the eighties.

Assistant curator of mammals, Lynsey Bugg, said: “Having the radio on in the gorilla house helps mitigate any sudden, loud noises that might scare the gorillas, so it is actually very useful. We’ve noticed that they seem quite relaxed and happy listening to it, particularly when their keepers sing along to some of the classic tracks from the 1980s on Jack FM!”

Earshot says

A nice fun bit of content. Brought to life through great Jack FM style imaging and creative on air execution as well as digital and social support. Great to see the sponsor be so integrated into the programme in a fun and engaging way to benefit the listener.

Jonathan Jacob is currently Content Solutions Manager at Global Radio with varied experience across commercial radio S&P, events, marketing and PR. He was listed in the inaugural Radio Academy 30 under 30, is a Student Radio Awards judging coordinator and sits on the Events Committee for The Radio Academy. Views are personal.